Digital Marketing Predictions for 2019

Marketing approaches have evolved dramatically in recent years. Marketing has become almost completely digital – that’s a fact of life. But now it’s time for the next stage, which could be described as technological marketing.

Concepts which have to date been associated with IoT, autonomous vehicles and futuristic high-tech are becoming an integral part of today’s marketing strategies. With 3.4 billion people worldwide identified as social media users, the perception of social media as the optimal arena for advertising is a no brainer. But strategies are changing and technology is about to claim a central role. Let’s examine how:

4 Key Tech Trends to Adopt this Year

Artificial Intelligence

Artificial intelligence (AI) analyzes data from social media platforms and blog posts to understand consumer behavior and search patterns. Merchants can then customize advertising according to specific customer habits and locations.

AI also offers information and tips to users by entering conversations. It serves as the basis for chatbots, as well as for personalized advertising. The result is one-on-one interaction and greater consumer involvement.

Chatbots

Chatbots, which are based on AI technology, use instant messaging to chat in real-time with your customers or website visitors. Chatbots are steadily gaining popularity. According to recent research, 1.4 billion people are already interacting with chatbots, and the global chatbot market is projected to reach $1.25 billion by 2025. 80% of businesses say that they are already using or plan to use chatbots by 2020.

Why are chatbots so popular? Customers like interacting with chatbots because they provide immediate and accurate responses and have complete recall of their entire buying history, These virtual assistants offer an excellent personalized customer experience, and can also promote certain services and products.

MIcro-Moments

According to a recent study, users spend an average of 3 hours and 35 minutes on their smartphones every single day. But the reader’s average attention span is only a few seconds. This means that any form of advertising on this device must be short and sweet.

Google describes Micro-Moments as a consumer behavior which conveys a personal and concise marketing message at precisely the right moment. This kind of one-on-one messaging is an excellent way to nurture customer loyalty and ensure return customers.

Voice Search

The use of voice search and voice commands is growing as mobile users increasingly access information online while on the go. A total of 35.6 million Americans use this service at least once a month and by the year 2020, 50% of all searches will be voice searches. Voice search requires digital marketers to change strategies. Unlike online searches, which generate many pages of results, voice searches only provide the top, most relevant answer to a query.

Digital marketers will need to optimize their content to accommodate the requirements of voice searches. Natural conversational language is recommended for this type of search, and longer phrases or full sentences are more effective than short key words.

The increasing use of voice search will undoubtedly have a significant impact on digital marketing strategies in 2019.

Technology Paves the New Digital Marketing Path

Your customers are technologically savvy, which means they are expecting an automated customer experience that is personal, quick and sleek. To gain a competitive edge, you must develop an interactive relationship with your customers using the most sophisticated tools available today.  

4 Steps to Link Building

One of Google’s algorithms determines that the more top-quality websites that link to any given website, the better and more reliable that website is. Thus, if a website links to yours, it is to be considered a form of recommendation for your offering.

In theory, this makes sense, but over the years some web promoters learned how to “cheat” the algorithm and build bogus links that boosted their rankings. Google’s Penguin update mostly put a stop to this type of spamming. So how do you build the kind of cooperation Google favors? By working with the algorithm.

 4 Ways to Work with the Algorithm

Offer attractive content
What is a key tool in organic promotion? Good content. Content refers not only to articles, reviews and blog posts – this term also includes videos, infographics and other other attractive visual means. Content should not be uploaded for its own sake. It should be thought-provoking, relevant and offer a special “twist,” which can serve as a hook for your audience.

Target the right audience
The type of audience that will be willing to share your link is most likely made up of businesses that operate in a related field or are interested in the area that your content addresses. Nurture cooperation with these businesses and try to develop mutually beneficial connections. In this day and age, when most consumers seek reviews and opinions on social media before making a purchase, influencers can have a major impact on your brand and the amount of effective traffic coming into your website. Convincing relevant influencers regarding the relevance of your content can serve as a major impetus for your sales.

Keep the links relevant and alive
Don’t try to circumvent the algorithm. Make sure that links are placed in websites that are relevant to your field. If you deal in online payments, don’t have your link placed in a gardening website.

Make sure links leading to your website are live. Sometimes, due to changes that you have made in your website, links leading to it may cease to be functionable. Review these links every so often so that they continue to lead to the right pages. Broken links make your website seem unprofessional.

Become a thought leader
One way to make a name for your website is to position yourself as a thought leader. Make an effort to take part in discussions on online forums and social media that relate to your industry, and add a link to your website with your post. Be sure to sound professional, and offer constructive advice when possible.

Get ready for the long haul
The vast majority of websites do not hit the top of the search results overnight. Google has its algorithms and rules, and if you want your website to soar, it is best to stick to the guidelines. However, by doing the proper research and thinking out of the box, you will eventually reap the fruits of your efforts.

 

Don’t Write Facebook Off Just Yet

Until recently, Facebook was considered the wunderkind of social media advertising. It paired third-party data with its own, enabling even small advertisers to target segments of audiences which had never been within their reach. After the latest data breaches, Facebook is restricting advertisers’ access to third-party data which previously enabled highly effective segmentation.

Not so long ago, Facebook was an advertiser’s paradise. Has Facebook lost its effectiveness? Definitely not, and here’s why:

Small businesses vs. large enterprises

If you are seeking to advertise a local business (for example a gym), then you will be interested in targeting people with athletic interests of a certain age who are located in close proximity to your business. This kind of advertising should be unaffected by Facebook’s new data restrictions.

While large companies will have less access to data in order to create tight segmentation independently, the Facebook algorithm is known to provide solid marketing segmentation to meet campaign objectives. In fact, the algorithm might well improve ad performances.

Facebook for e-commerce

Social media and ecommerce go hand in hand. Facebook is the most natural space for online advertisers to go for lead generation. It also enables you to test out ads before a campaign for free. In fact, you can turn well-performing Facebook posts into promotional ads very easily.

A common model is to run a Facebook ad leading to a high-converting landing page that offers a lead magnet or a bundle product such as free shipping, ebooks, product coupons and more. Second stage nurturing can include a targeted autoresponder introducing your brand, services or products.

Diversified ad types

Facebook is developing an increasingly diverse ad inventory that enables merchants to achieve specific business goals: It has enhanced features such as augmented reality ads, Facebook Stories ads, playable ads and redesigned pages on mobile.

A few examples of engaging ad types are carousel ads, which include multiple images and multiple offers; collection ads that enable users to browse through multiple products in-app; and canvas mobile ad formats that enable a full screen, scrolling experience.

Greater transparency

Facebook has announced its intention to make ads more transparent. If there is a political ad, it will be labelled as such and even include “paid for” information. Facebook pages also need to undergo verification in order to share posts so that fake accounts will be eliminated. While this may demand more preparations from advertisers, customers will undoubtedly be inspired by a new sense of authenticity and trustworthiness.

The breathtaking Facebook evolution

Since its inception, Facebook has evolved and recreated itself multiple times and in multiple ways. It is constantly offering new concepts and features and has a unique ability to anticipate marketing trends and comprehend developing consumer behavior. When it needs to incur greater trust, it tightens up its privacy policies. To rephrase Mark Twain’s famous quip: The reports of Facebook’s demise have been greatly exaggerated.